Supply Chain Marketing of Agricultural Produce in Tamilnadu, India

Poor efficiency in the marketing channels and inadequate marketing infrastructure are believed to be the cause of not only high and fluctuating consumer prices, but also too little of the consumer rupee reaching the farmer. Indian farmers typically depend heavily on middlemen particularly in vegetable marketing. India is land of agriculture diversity. With 2/3 of population still dependent on agriculture and contributing about 20 per cent to Indian GDP, the condition of Indian farmers is still miserable. The main reason for this can be accounted due to poor price realization by the farmers in consumer rupee. This ranges from 35-65 paise per rupee. This low realization can be attributed to large number of intermediaries present in the chain between producers farmer and ultimate consumer, hence to counter this problem what is needed is a development of a proper supply chain so that farmers, intermediary and consumer get their objectives fulfilled, that is farmer get proper price realization in consumer rupee, intermediaries get their required margins and consumer get good service and product at affordable price.